NAILED IT! MOTHERS’ DAY

The issues: Migration, people seeking safety

This example comes from: People Like Us

The strategic context: This video was created in 2015 as a partnership between advocacy organisation People Like Us and Mums 4 Refugees, a grassroots network providing emergency aid to people seeking asylum in Australia.

The values it’s priming are: Universalism [Broadminded], Benevolence [Mature Love]

What we love about it: Mothers of every age and background join together with a message of solidarity for mothers in offshore detention. The video frames motherhood as a universal experience, emphasising the commonalities that all mothers share. Rather than take aim at government policies, this ad uses a mature (family) love values prime to cross political boundaries, and implicitly calls on us as Australians to change the way we think about people seeking safety.

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